DHgate.com, one of the leading online sourcing platforms from China saw its customer base gallop ahead thanks to a wider variety of goods and better quality of manufacturers registered as sellers. However top management felt that just growth was insufficient to sustain its vision of being a responsible global trade leader. Hence after a thorough introspection of trade trends, customer sensitivities, operational effectiveness and employee competence, DHgate.com decided to transform its customer services approach. Extensive global research of online customer behaviour showed that effective customer sensitivity management is critical for building customer confidence and transactional transparency for building trust-bonds.

Years of effective customer expectation management at MSN taught DHgate’s COO, Mrs. Celina Chan the importance of infusing customer delight measures across all customer touch points. She rechristened the Customer Services department as Customer Smiles department and started a ‘give a smile, gain a smile’ movement. From the content of e-mails, to the service attitude (always helpful, forever proactive); everything changed for the better. A significantly enhanced Escrow Service was also launched to accept payments from buyers for the goods purchased by them. This latest version of Escrow Service reflects the new customer delight attitude. It sends out frequent communication on the fund status in the account rather than making you log-in to check account details. Replies turnaround time reduced by 60%, query resolution increased by 40% and helpful suggestions from customers too were up by 20%. The icing in the cake was the increase in the conversion rate of visitors to the platform…it went up by 30%.

All in all this win-win philosophy has proven to be a great morale booster for customer management representatives too. After all customer’s overall delight and the morale of DHgate’s employees are linked as a ‘smile’ is the most infectious positive gesture that sets off a virtuous circle.

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losses, injuries, or damages arising from its display or use. All information is provided on an
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